If you build a good site, users may come; butif they only visit once, you lose。这是原因是原因是原始“击中率”被诋毁为现场成功的衡量标准:您可以通过使用搜索引擎诱饵施用您的页面来构建看似令人印象深刻的交通量,或通过在其他网站上的横幅广告上的横幅广告支出。你获得了来自访问一两页或两页的人的零价值当他们发现您的网站并不是真正关于他们搜索的主题,或者您不符合您的广告承诺的话,厌恶。网站游客逐渐曲线,但对于您网站的长期可行性无所作为。重复用户满意的客户和构建网站的方式。

强大的确认忠诚用户的价值来自二元指南针企业最近的互联网购物者的研究。研究发现了new users在商人网站平均花了127美元每次购买,而且重复用户几乎花了两倍,平均251美元。在这项研究中,按时交付是客户忠诚的关键预测因素,96%的购物者按时收到订单,说明他们“很可能”或“很可能”在网站上再次购物。延迟的交付减少了可能再次光顾遗址的客户百分比达到60%。

如果软饮料销售像互联网一样工作
当有人尝试了一个新的软饮料并喜欢它时,他们不会简单地告诉其他五个人在午餐桌子;相反,他们会向一群以来有兴趣的饮料喊一个人群。任何人都感到兴趣的新饮料可以说“当然,让我试试一个”,并在二十秒后来通过联邦快递收到一个样本。如果他们喜欢该样本,第二天,他们将确保在世界上每间超市和便利店的架子上找到充足的新饮品。
If soft drink sales worked like the Internet, there is no doubt that new brands would be launched much more frequently and that consumers would change brand loyalties more than they currently do.

不幸的是,迅速的交付并非建立忠诚度,尽管良好的客户服务的传统品质显然应该保留在网上。Web用户本质上非常可疑,网络的性质鼓励他们不断访问竞争网站:因为它们遵循推荐页面的超链接,或者因为他们在讨论组,新闻组,邮寄列表或聊天中听到新服务房间。它是如此easy to sample new sites在网络上,用户喜欢做o, and the communicative fabric of the Internet disseminates news and user reactions around the world in minimal time.

In the early days, Internet users were notoriously fickle and moved to new products at the drop of a hat. The Web has seen four stages of browser dominance:

  1. CERN line-mode browsing and other text-only interfaces (1991 and 1992)
  2. 马赛克(1993年和1994年)
  3. Netscape(1995年和1996年)
  4. Shared dominance of multiple browsers (1997)

The move from stage 1 to stage 2 and the move from stage 2 to stage 3 both happened extremely quickly. In both cases, the new browser ate more than twenty percent market share from the old browser every month, and an almost complete transfer of users happened in less than half a year. In other words, the old browser commanded very little loyalty.

The current switch to a multi-browser environment is happening much more slowly, with estimates being that Netscape only loses 1.2 percent market share per month. Even though 1.2 percent per month is still much faster than market share changes happen in the off-line world, the slower pace is an indication that Web users are becoming more set in their ways and less likely to move to the latest gadget. The implication is that there is some hope of building a loyal user base that does not evaporate every time a competing site opens up. Even so, loyalty is still harder to get on the Web than in the real world: for example, a convenient location does not matter, and somebody who sets up a server somewhere in South Dakota can get word-of-mouth referrals from your former users world-wide in a matter of days.

增加网络忠诚度的经典方式是拥有fresh contentthat changes on a predictable basis. Many sites even offer users an option to sign up for an电子邮件时事通讯这让它们提醒他们在新材料可用时。此类更新通知对于最多每周更改一次的网站最有价值:任何更频繁的更新和电子邮件都会对将要求脱离分发列表的许多用户成为烦恼。在邮件列表中拥有用户是非常宝贵的,因为它们几乎保证要继续访问您的网站,只要您允许提醒他们的存在。因此,如果站点过于频繁更改,则可以更好地保留主要事件的更新电子邮件。或者,提供两份邮寄列表:一个人与未获得足够电子邮件的人的每日通知,另一个在我们其余的人。

Getting users tobookmark您的网站几乎同样好,因为让他们自愿收到您的电子邮件。一旦您拥有书签,您几乎具有生命的用户:虽然数据稀疏,但前的证据表明用户只删除了书签列表中的站点。从长远来看,我希望浏览器供应商改善书签管理,并提供尚未访问过的书签的书签管理,并提供功能。但到目前为止,书签是永远的。您无需让用户为您的网站添加书签,除了使其执行此操作:没有尿布frames, and no weird one-time-only links that do not work for subsequent visits. You can also create landmark pages that will be useful for repeat visits and thus tempt users to create bookmarks: for example, a page listing all the columns in a series, a page listing current best-sellers, or a page listing new products.

如果您坚持使用用户注册,密码或其他繁琐的障碍对纯净的超链接,则必须尽可能减少导航开销。如果他们每次都要通过柏林墙的价值,用户不太可能经常重新审视网站。除非您的网站具有高安全性要求,否则使用Cookie而不是显式登录序列来跟踪用户。如果需要登录,请使用标准登录屏幕:在许多情况下,用户将能够让浏览器记住它们的UserID和密码。可用性研究表明,用户几乎再也记不出了他们的密码,因此他们通常会在无论如何写下它们。

如果网站对用户在每次访问中对用户更有价值,则会增强忠诚度。最简单的方法是一个frequent-browser points, but it is also possible to make the site itself adapt to the user's needs and preferences over time. After several visits, the site will fit the user's needs so well that the user will be reluctant to move to another site that cannot offer the same service initially. The most traditional way to achieve this goal is to encourage the user to enter auser profile: for example, a portfolio listing on a stock site to allow one-click valuations, or keywords of interest on a news site to generate a personalized front page with the news of most interest to that user. The downside of these common user profiles is that they require a large amount of up-front work by the user before any pay-off can be enjoyed. Therefore, users will only establish user profiles on sites that have已经gathered their loyalty.

个性化如果网站可以不受欢迎地收集有关用户的信息,最佳工作。例如,Amazon.com要求用户为他们的第一个订单输入完整的送货地址,但如果他们再次订购,他们将发现服务器已保存其地址,使其第二次交易更快地提高。如果没有任何开销,用户会享受从Amazon.com上订购的速度更快,而不是尝试新的在线书店。作为不引人注目的个性化的另一个例子,搜索引擎可以通过跟踪用户实际单击的搜索结果链接中的哪一个来构建用户偏好的数据库。收集此数据后,搜索引擎将知道用户首选的链接类型,并且它可以在后续搜索中提供更高的额定值。

请参阅担心的读者评论affiliates' programs with referral fees will reduce the quality of small sites' contentand make them less motivated to serve users and promote loyalty.